Strategic Marketing Developing and Implementing a Plan WWW.
AUERCONSULTING. COM
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Me Caroline Auer RVT, BES (Hons), IPM Graduated from Seneca
College in 2000 Experience: Small animal practices, Teaching
hospital, Research, International NGOs (Asia & Canada)
Marketing Manager with Ontario Veterinary Group 6 practices across
Southern Ontario Owner/Consultant of Auer Consulting A strategic
marketing consultant for veterinary practices; focusing on
marketing strategies, social intelligence, and media.
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Strategic Marketing What is Marketing: is the comprehensive
process by which a practice builds relationships and creates client
interest in their services and/or products. It is a broad strategy
that steers your entire business development plan. SUCCESS =
building strong client relationships and creating value for your
clients!
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Do you have a Marketing Plan? A few misconceptions: 1.Im just a
small vet practice I dont need a plan and I definitely dont have
the budget for that. 2.Im to busy with clients and patients to
think about Marketing.
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Why do you need a Marketing Plan? A good plan will help you
know: 1.Who your target client is. 2.How you will reach them. 3.How
to retain them.
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5 Key Benefits 1. Gain an in-depth understanding of your
market. Will explore current marketplace state of the industry
trends and insights competitor analysis. Sets the foundation. 2.
Identify your Target Client. In order to be successful you must
know who your ideal client is; this is your Target Client.
Identification of Target Clients Needs Fill those needs. Create
value based on those needs; this will build relationships and
improve client retention.
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5 Key Benefits 3. Clarifies your decision-making. Once you know
your marketplace and your target client you can confidently map out
how to create value. Aids in determining what marketing &
communications tools you will use. Empowers you to make decisions
quickly and confidently. Less pressure when confronted by third
party agencies. 4. Staying on track for short and long term. Gives
you direction in the short term (1-2 years) and can be used as a
framework for the long term (3-5 years). Plan must be revisited
annually to see if any significant changes have occurred.
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5 Key Benefits 5. Measuring your Marketing ROI (Return on
Investment). Without a plan, measuring/tracking ROI is often
ignored. Part of the plan is to specify WHAT you will measure which
can then be evaluated at key benchmarks.
Market Analysis Take a look at the industry as a whole and keep
your eye out for overall trends. Analysis of your macro-environment
- Demographic factors - Socio-cultural factors - Economic factors -
Technological factors - Political/Regulatory factors Stay informed,
do research, network, stay connected.
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Competitor Analysis Put together a mini competitor profile:
Size Goals Products/Services currently offered Strengths/Weaknesses
How do they currently serve their clients Likely future moves Other
competitors planning on entering the market
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Competitor Analysis Ask yourself: What are my competitors doing
to better serve their clients? What can I do differentiate myself
from my competitors? How is my practice perceived? How do I compare
to my competitors?
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Client Analysis Who are they!?! What type of clients do you
serve Identify your clients needs current and future Key
decision-making criteria used by clients Client satisfaction
levels
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Client Analysis Ask yourself AND your clients: 1.Where do they
live? 2.How would you describe them? 3.How would they describe
themselves? 4.Income level? 5.General attitudes and values? 6.What
are their needs? 7.What media do they engage in?
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Target Client We can not be all things to all people so who are
our target clients going to be? Whose needs can your practice best
meet? What are their pain points!?!
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Target Client Consequences of NOT identifying your Target
Client? Ignore clients and treat them all the same, missing their
needs Waste time, money, and resources. Lack differentiation from
competitors Inability to give your hospital staff direction Your
practice may appear to be out of touch
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Research Techniques Collecting Data: Secondary Research
internet, books, journals, newspapers etc. Focus Groups and/or
In-depth Interviews select a mix of clients representing different
needs, i.e puppy/kitten owners, healthy adult pet owners, senior
pet owners, chronic illness, acute illness/injury. Surveys great
way to quantify your clients level of satisfaction, what their
current needs are, identify future needs.
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Key Issues SWOT Analysis (SW of your practice to respond to
OT)
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Key Issues Analysis of past marketing efforts What we did right
last year What we did wrong last year Key lessons learned and
implications for this years plan What should we do again What
should we not do again
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Key Issues Rank them. Pick a few strategies per year dont
overwhelm yourself. Example: 1.Enhance marketing materials
2.Develop content for website/blog 3.Client care/communication
improvements
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Pricing Your pricing should be aligned with your
positioning.
Marketing Toolkit How will you reach new clients and
communicate to existing clients? There are numerous promotional
tactics, such as email blasts, snail mail, newspaper ads, online
advertising, and event marketing etc. GOAL VISIBILITY Familiarize
yourself with CVO Policy
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Marketing Toolkit
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Search Engine Optimization (SEO) Where does your practice rank?
Goal is to be on 1 st page! What improves SEO? Custom website
Relevant/Regular content (Blog & Videos) Relevant Keywords
(that make sense) Referral traffic/Inbound links Pay per click Ads
Reviews
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Search Engine Optimization (SEO) Focus on: Customized and
updated website. Relevant and regular content (Blog and Videos)
Relevant Keywords Inbound traffic (PPC, linking back) Google+
Profile Google+ profile
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Marketing Toolkit
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Paid Media Traditional marketing: This includes: signage, print
brochures, business cards, posters, promotional mailers, interior
and exterior design of practice, uniforms, etc Identify which ones
are completed, need to be created, or re-done.
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Paid Media Online Marketing Most consumers go online to find
and/or review new products and/or services. Exploring new media and
technologies can be overwhelming but to remain current and
competitive you must pursue these areas IF your target client is
there!
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Paid Media Pay-per-click Ads Google Adword and Facebook
Targeted Affordable Improves SEO Track Campaigns through
Analytics
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Marketing Toolkit
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Owned Media Websites - First impressions count! Keys to a
successful website: Customized: clearly layout, easy to navigate,
intuitive to user, call to action, content management systems.
Pictures: relevant, current, people with pets, must evoke feelings
that will resonate with your target client. Content: relevant,
short, concise, specific, easy to understand.
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Owned Media Blog Provides fresh content on your website. YOU
become the reliable online resource for your clients. Use it as a
promotional tool. Post links to your blog throughout your social
media networks. Improve compliance amongst current clients AND
increase new client numbers. www.auerconsulting.com
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Marketing Toolkit
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Social Media Social Media encompasses many things: engagement,
story telling, relationships, and most of all connection. Do you
use social media authentically? If so, it is more likely your
followers will engage with you. Positive Engagement = Positive
Opinion = Recommendation
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Why use Social Media?
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Find a Balance Master one then add another: Link back to your
website when possible Increase traffic! Have social buttons and
widgets on your website so people can like/follow you and share
your content with others quickly and easily.
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Marketing Toolkit
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Earned Media Turn prospective clients into NEW clients! Sharing
= Word of Mouth = GREAT for business
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Retention Strategy Engage with your current client base, make
them happy and give them a reason to come back to see you. Ex:
monthly newsletters, client appreciation events, courtesy
coffee/tea, feline friendly areas, etc.
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Implementation Strategy What will be done (Tactics *Key Issues
) When will it be done (Timeline) Who will do it (Person or
Functional Responsibility) What help will be needed
(Resources)
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Budget There are costs involved. Determine budget for designing
and implementing strategies.
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Monitoring & Evaluation For each strategy you choose set
targets and benchmarks to evaluate your success. Ex 1.Client
care/communication improvements Complete training within 3-6 months
Evaluate using survey, focus groups at 1 year mark 2.Enhance
marketing materials (Mailers, brochures) Have completed for key
promotional periods (ex HW season) Evaluate based on completion and
feedback 3.Develop content for website/blog Complete 12 blog posts
by end of the year Evaluate based on completion and level of
engagement
